What sportshoes.com does

SportsShoes.com is a UK-founded direct-to-consumer e-commerce retailer (founded 1982, operated through the legal entity B-sporting Limited) specialising in running, outdoor fitness, hiking and multi-sport footwear, apparel and accessories. It positions itself as the 'UK's No 1 Running & Outdoor Fitness Retailer' and 'Europe's leading performance destination', selling more than 15,000 products from over 150 brands — including Nike, adidas, ASICS, HOKA, Salomon, Brooks, New Balance, Merrell, Under Armour and ON — across road running, trail running, hiking, gym, tennis, swimming, cycling and triathlon categories for men, women and kids.

The platform is built around an own-frontend website and a dedicated iOS mobile app, localised in five languages (English, German, Spanish, French, Italian) and supporting nine currencies (GBP, EUR, USD, AUD, DKK, NOK, SEK, CHF, PLN) for ten European countries. Differentiating tools include a Shoe Finder, an Online Gait Analysis, a Wet Footprint Test, a content-led Advice Hub of 1,000+ expert articles, and a SportsShoes Run Club integrated with Strava. Customer-acquisition channels span content marketing, email, organic social, partnerships (parkrun, England Athletics, Vitality, British Milers Club, Runna, Coopah, Komoot), athlete sponsorships (SportsShoes Podium) and seasonal sale promotions, with payments processed via Visa, Mastercard, Amex, PayPal, Apple Pay, Google Pay, Klarna and Clearpay.

The business operates primarily a one-time-product-sales revenue model, supplemented by a recurring ULTRA Membership loyalty program (exclusive member pricing and benefits) and gift certificates. Customer segments are horizontally diversified across running enthusiasts, outdoor/hiking enthusiasts, gym and fitness participants, multi-sport athletes, kids/youth and budget-conscious shoppers. The company is privately held with no disclosed investor, parent or subsidiary structure, and no public financial disclosures.

Name

sportshoes.com

Legal name

B-sporting Limited

Website

https://sportshoes.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

SportsShoes.com is a UK-founded direct-to-consumer e-commerce retailer selling more than 15,000 running, hiking, outdoor and multi-sport footwear, apparel and accessory products from 150+ brands to individual consumers across ten European countries via its website, iOS app and loyalty membership.

Ownership category

akta.pro rank

Product category

Running and Outdoor Footwear Retail

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Shoe Retailers (458210)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Running shoes retail
• Outdoor footwear
• Sports apparel ecommerce
• Hiking boots
• Athletic gear

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales: Revenue generated from selling running shoes, outdoor footwear, clothing, and accessories through their e-commerce platform. One-time purchase model with various payment options including buy-now-pay-later services.
2. ULTRA Membership: Loyalty/membership program offering exclusive discounts and benefits to members, creating recurring customer engagement and potential subscription-like revenue stream.
3. Gift Certificates: Sale of gift vouchers/certificates for gifting purposes, driving customer acquisition and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

SportsShoes.com is an online retailer selling running shoes, trail running shoes, hiking and walking footwear, gym and training footwear, running and outdoor apparel, and sports accessories (backpacks, hydration, GPS watches, nutrition) from over 150 brands including Nike, adidas, ASICS, HOKA, Salomon, Brooks, New Balance, Merrell, Under Armour, ON, Inov-8, and Mizuno. The offering is supported by proprietary digital fitting tools (Shoe Finder, Online Gait Analysis, Wet Footprint Test), an Advice Hub with over 1,000 expert articles, and the paid ULTRA membership loyalty program.

Product overview

SportsShoes.com is the UK's No. 1 Running & Outdoor Fitness Retailer operating as an e-commerce platform with over 15,000 products. The core offering centers on running shoes (road, trail, carbon-plated race, cushioned, stability, and waterproof), hiking boots and walking footwear, and performance apparel. The platform is organized around key product categories: Running Shoes, Trail Running Shoes, Hiking & Walking Footwear, Gym & Training Footwear, Apparel, and Accessories (GPS watches, hydration, nutrition, backpacks). Supporting features include the ULTRA loyalty membership program, a Shoe Finder tool, Online Gait Analysis, and an Advice Hub with expert articles. The company stocks over 150 major sports brands including adidas, ASICS, Brooks, Hoka, Inov-8, Merrell, Mizuno, New Balance, Nike, On, Salomon, Saucony, and Under Armour. Notable brand-specific product lines include Hoka Clifton and Bondi series, ASICS Novablast and Gel-Nimbus series, Inov8 Trailfly and Roclite series, and Merrell Moab and Agility Peak series.

Differentiator

Problem solved

Functional benefit

Brands

• SportsShoes Podium: A partner program offering exclusive benefits and events for runners
• SportsShoes Running Club
• ULTRA Membership

Products and services

• SportsShoes.com Online Store E-commerce platform selling running shoes, outdoor fitness footwear, apparel, and accessories from over 150 brands, with more than 15,000 products available to individual consumers in the UK and Europe.
• Running Shoes

Quantifiable outcome

• 30-80% off during Summer Sale promotions
• +1 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• VitalitycoreGTM or Marketing PartnerHealth and life insurance partner offering promotional deals to Vitality members, likely including discounts or special offers on sports footwear and apparel
• England AthleticscoreStrategic or Co-development PartnerOfficial partnership with England's governing body for athletics, supporting grassroots and elite running community
• parkruncoreGTM or Marketing PartnerPartnership with the global parkrun event organization, supporting Saturday morning running events worldwide
• British Milers ClubminorStrategic or Co-development PartnerPartnership with British Milers Club supporting track and field athletes and middle-distance running community
• CoopahminorGTM or Marketing PartnerRunning coaching app partner, likely offering co-branded content or promotional deals
• RunnaminorGTM or Marketing PartnerRunning training plan app partner, potentially offering integrated training plans with gear recommendations
• Fordy RunsminorGTM or Marketing PartnerInfluencer/athlete partnership with Fordy Runs for content and brand promotion
• SportsShoes PodiumcoreStrategic or Co-development PartnerElite athlete sponsorship and events platform supporting professional runners and competitive athletes
• Quid GamesminorStrategic or Co-development PartnerEvent partnership for running competitions and games, engaging the running community through events
• The Sunday PlodcastminorGTM or Marketing PartnerPodcast sponsorship and partnership for running-related content marketing
• Jog OnminorGTM or Marketing PartnerRunning motivation and mental health running podcast partnership
• Great Run LocalminorGTM or Marketing PartnerPartnership with Great Run Local initiative supporting community running events

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wiggle (Wiggle/CRC): UK-based online specialty retailer cycling, running, swimming and outdoor gear. Closest direct peer — same DTC e-commerce model, similar multi-sport assortment, and overlapping brand portfolio and European customer base.
• Runners Need: UK running specialty retailer owned by Frasers Group, with both online and physical stores. Direct competitor in running footwear and apparel, with comparable brand mix and expert fitting services.
• Holabird Sports: US-based online running and track specialty retailer. Direct competitor in performance running footwear with comparable brand mix and expertise-led customer experience.
• Mountain Warehouse: UK-based outdoor and hiking apparel and footwear retailer with growing e-commerce presence. Direct competitor in outdoor footwear and apparel categories.
• Cotswold Outdoor: UK outdoor and hiking specialist retailer, part of the Outdoor and Cycle Concepts group. Direct competitor in hiking boots, outdoor footwear, and apparel with comparable brand mix.
• Fleet Feet: US running specialty retailer with stores and online channels, focused on fitting expertise and community. Comparable business model with emphasis on expert advice and gait analysis.

Broad incumbents

• Sports Direct / Frasers Group: UK's largest sports retailer with extensive multi-category assortment including running and outdoor. Competes on price and brand breadth rather than specialty expertise.
• Decathlon: Global sporting goods retailer with extensive own-brand range across running, hiking, and outdoor. Competes on price and product breadth; increasingly active in UK and European e-commerce.
• Zalando: Europe's largest online fashion and lifestyle platform, with a sizable sports footwear and apparel offering. Overlaps with SportsShoes.com across multiple European countries.
• JD Sports: UK-listed multichannel sports fashion retailer. Competitor on running and athletic footwear, particularly among younger and lifestyle-driven shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sportshoes.com

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about sportshoes.com